Tips

Generate Best Keyword for your website

Selecting the right keyword list for your campaign can help you show your ads to the customers you want, as they search for specific terms or visit certain websites. The keywords you choose should match the terms your potential customers would use to find your products or services. Below are some tips that can help you build an effective keyword list.
Basic tips
1. Think like a customer when you create your initial list.
Write down the main categories of your business and the terms or phrases that might fall under each of those categories. Include terms or phrases your customers would use to describe your products or services.
Example
If you sell men’s athletic footwear, you might start off with some basic categories that customers would use, like “men’s sports shoes.” You can also add “men’s sneakers,” or “men’s tennis shoes,” if you find out these are commonly used terms for your products. Expand your list further by including your brand and product names.
2. Select more general or specific keywords depending on your goal.
To reach customers more effectively, select specific keywords that directly relate to your ad’s theme. But keep in mind that if the keywords are too specific, you might not be able to reach as many people as you’d like. If you sell specialized shoes, for example, using a specific keyword would mean your ad only appears for terms that apply to your business.
In most cases, adding very general keywords might make it difficult to reach potential customers because your ad could appear for searches that aren’t always related to your business. Choose general keywords if you’d like your ad to be eligible to appear for a large number of search terms — a large shoe retail store would choose a general keyword like “shoes,” for example. Also, more general keywords can be more competitive and may require higher bid amounts.
You should try testing out more and less specific keywords and then decide which ones give you better results. No matter how general or specific your keywords are, they should always be as relevant to your ads and website as possible.
3. Group similar keywords into themes.
Try grouping your keywords into themes based on your products, services, or other categories. That way, you can create ads about your keyword themes and then, we can show more relevant ads to potential customers when they’re searching for a specific product or service. Additionally, you can keep your account better organized if your keywords are grouped into themes.
Example
If you own a candy store, you can have a group of keywords for “chocolate candy” and another group of keywords for “sour candy.” Then, you can create separate ad groups for these groups of keywords and have specific ads for “chocolate candy” and for “sour candy.” That way, we can show potential customers your ad about chocolate candy when they search for one of the keywords in your “chocolate candy” ad group, such as “chocolate truffles.”
4. Pick the right number of keywords.
Most advertisers find it useful to have somewhere between five and 20 keywords per ad group, although you can have more than 20 keywords in an ad group. However, remember to group your keywords into themes. If you use broad match type, you don’t need to include other variations of your keywords, like possible misspellings or plural versions. Keywords of two or three words (a phrase) tend to work most effectively.
Example
If your ad group contained the broad match type keyword “tennis shoes,” your ad would be eligible to appear when someone searched for any variation or term in the table below.
Did you know…
You can have up to 5,000 keywords per ad group, and as many as 50,000 keywords in your account. However, most advertisers find that a handful of well-targeted keywords will likely deliver the majority of their relevant clicks.
Intermediate tips
1. Use the Keyword Tool to find and select new keywords.
You can get keyword ideas by using the Keyword Tool. If you enter the phrase “chocolate candy” in the Keyword Tool, it might display “gourmet chocolate candy” or “dark chocolate candy” as additional keywords to consider. This tool will also show you how often those keywords have come up in people’s searches. That way you can add keywords without as much guesswork.

2. Improve your clickthrough rate with negative keywords.
In some cases, you’ll want to prevent your ad from showing for terms that aren’t relevant to your product or service. Try adding negative keywords to help you reduce costs and make your ad appear only for the search terms you want.
Example
Let’s say you’re advertising an online bookstore that only sells new books. If you don’t want your ad to appear for used books, you might consider adding the terms “used” and “secondhand” as negative keywords to keep these terms from triggering your ad.
3. Use the search terms report to further improve your keyword list.
The search terms report gives you information on what people were searching for when they saw your ad. This information can help you remove poorly performing keywords or add new ones. You can also use the search terms report to help you identify negative keywords.
Advanced tips
1. Use keyword match types to better control who sees your ads.
Keyword match types give you greater control over who sees your ads. For example, with the “exact match” option, you can make your ad eligible to show up only when someone searches for that exact keyword and nothing else. Keywords aren’t case-sensitive; they’re matched without regard to upper-case or lower-case letters. For example, you don’t need to enter “chocolate candy” and “Chocolate Candy” as keywords — just “chocolate candy” will cover both.
2. Choose keywords that relate to the websites your customers see.
On the Display Network, each keyword is used for targeting, and all keywords are considered broad match only. However, you can still exclude keywords for ad groups targeted to the Display Network.
Example
Let’s say you’re an optometrist and you create a keyword list that includes glasses terms. Websites about vision care would target keywords on your list, such as “eye glasses” and “eye exam.” You could also exclude the term “wine” to prevent your ads from appearing on sites about wine glasses.
Keep in mind
You can use two symbols, ampersands (&) and accent marks (á), in your keywords. We’ll consider keywords with these symbols as two different keywords, like sidewalk cafe and sidewalk café.
Here are some of the symbols that our system doesn’t recognize:

  • Ignored symbols: You can add periods (.) or dashes (-) to your keywords, but we’ll ignore this punctuation. That means we’ll consider the keywords Fifth Ave. and Fifth Ave, for example, identical keywords.
  • Invalid symbols: You’ll see an error message if you add keywords that contain certain symbols. Some of the symbols that can’t be used in your keywords are: , ! @ % ^ * () = {} ; ~ ` <> ? \ |
  • Search operators: We’ll remove the “site:” operator from your keywords. That means if you add the keyword [site:www.example.com dark chocolate], we’ll consider it the same as [dark chocolate].

VIDEO
How to Choose the Right Keywords
Learn how to select keywords that get your ads in front of thousands of potential customers. Get tips on creating keyword lists; find out how negative keywords can help you reach the right audience and how to discover new keywords with the Keyword Tool.
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